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As social media tools like Twitter and Facebook become core components of nonprofit communication strategies, there is a corresponding need to assess how well programmatic messaging and organizational identity are propagating in those channels: "We Tweet; is anybody listening?"In addition, nonprofits have an increasing need to know on what blogs, websites and other online venues they and their issues are being mentioned and discussed, both favorably and less favorably.This webinar will define the concept of a "social media listening dashboard", describing how nonprofits can use free and low-cost services to track and stay notified about online communications that relate to their work and brand. Best practices for coordinating online communications will be addressed, and specific how-to's will provide participants with the information they need to get started in their online listening.
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Social Media Listening Dashboard April 22, 2010Audio is only available by calling this number:Conference Call: 866-740-1260; Access Code: 6339392
Sponsored by
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Using ReadyTalk
• Chat & raise hand • Mute = *6,
Unmute = *7• If you lose your
internet connection, reconnect using the link emailed to you.
• If you lose your phone connection, re-dial the phone number and re-join.
• ReadyTalk support: 800-843-9166
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
You are being recorded…
• Streaming into Second Life• This seminar will be available on the
TechSoup website along with past webinar presentations:– www.techsoup.org/go/webinars
• You will receive a link to this presentation, material and links.
• After the webinar, you can ask follow-up questions in the Virtual Community Forum:– http://bit.ly/dwM07T
• Twitter hashtags: #techsoup
talks!
Social Media Listening Dashboard
Sponsored by
Presenters: Amy Sample Ward, Allen Gunn
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Today’s Speakers
Allen Gunn
Facilitating: Kami Griffiths, TechSoup Assisting with chat questions: Becky Wiegand
Amy Sample Ward
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Agenda
1. Why is listening important
2. How can I get started
3. What do I do now that I'm listening
4. Questions and Sharing
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Why Is Listening Important?
Flickr:Ky Olsen
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Why Is Listening Important?
Flickr:Laszlo photo
• What are people saying already?
• Is your work relevant?
• Are your services relevant?
• What information is needed?
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
What Does Listening Mean?
Flickr:Gene Hunt
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
What Doesn’t Listening Mean?
Flickr:Jason Gulledge
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
How Can Groups Benefit?
• Listening lets you respond rapidly– Respond to comments and mentions
• Know who's with you and against– Work with them to build relationships
• Research your resonance– Test which messages propagate
• Gain strategic advantage– Monitor “all sides”, shape messaging
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
How Can I Get Started?
• Google Alerts
• RSS
• Netvibes
• Analytics
• & moreFlickr:tanakawho
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
How Can I Get Started: Alerts
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
How Can I Get Started: RSS
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
How Can I Get Started: RSS
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
How Can I Get Started: Netvibes
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
How Can I Get Started: Netvibes
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
How Can I Get Started: Analytics
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
How Can I Get Started: Other Tools
• Goodbyebuddy
• Tweetscan
• Social Mention
• Radian6
• Biz 360
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Managing Social Media Processes• Follow Best Practices
– Know the conventions, be consistent
• Coordinate your online channels with a Publishing Matrix– Get the most out of each content event– “Mulch” your content
• Plan your narrative arc with Messaging Calendars
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Managing Social Media Processes• Best Practices to support listening
– Define and consistently use a #hashtag for your org, possibly for program areas
– Be consistent: Ideally same domain name, Twitter name, Facebook name, hashtag• aspirationtech.org• twitter.com/aspirationtech, @aspirationtech• facebook.com/aspirationtech• #aspirationtech
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Process Essential: URL Shorteners• Social networks require short URLs• http://bit.ly is an excellent service
– Convert www.veeeerrrrylongurl.com to http://bit.ly/be8s9o
• Critical: Bit.ly provides analytics– Who clicks, how many, when and where
• Then Tweet with trackable impunity– “Doing webinar w/ #techsoup http://bit.ly/be8s9o”
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Publishing Matrix
• Organizational Questions– Do you think intentionally about the
different types of content you publish?• Press releases, newsletters, events, blog
post...
– Do you have an integrated way for deciding which messages go to which online channels?• e.g. What's tweet-worthy, what is “just” web
content?
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Publishing Matrix
• Build a publishing matrix– Each row is a type of content
• Press release, newsletter, event, blog post
– Each column is an online channel• Web site, email list, blog, Facebook, Twitter
– For each type of content, which channels do you use?
– Aspiration Example• www.aspirationtech.org/training/eadvocacy/templates/publishingmatrix
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Publishing Matrix
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Messaging Calendar
• Too many organizations have anemic planning horizons for messaging
• Online success lies in planning out narrative arcs
• Follow the time-honored triple:– Tell 'em you're gonna tell 'em– Tell 'em– Tell 'em you told 'em
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Messaging Calendar
• Pick a primary channel– e.g. email
• Plan out the goal of each message– Education, feedback, action, support
• Design each message– Subject line, ask, narrative outline
• Use publishing matrix to support core messaging strategy
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
What Do I Do Now?
• Set up a simple dashboard– Netvibes is a great place to start
• Track basic things– Google alerts for org name, etc– Twitter searches for hashtag
• Watch what comes back– Add more listening widgets– Focus energy where there's action
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
What Do I Do Now?
• Once listening dashboard is in place– Plan out your messaging, start simple
• Periodic e-newsletters• Web updates
– Use publishing matrix to weave in more
• Tweet about “traditional” content• Use social media to drive traffic to site• Capture contact info, engage• Lather, Rinse, Repeat
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Listening To Improve Work: Internally
From crossed wires to working seamlessly.
Flickr: farleyjand quapan
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Listening to improve work externally• Use your listening dashboard to build:
– Relationships: Thank people who retweet and otherwise propagate
– Audiences: Find out where your messages resonate and engage
– Appreciation: Mention others, and give heads up to others when mentioned
– Intuition: Listening makes you smarter as an organization
talks!
Questions?
Submit your questions using the chat box.
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Continue the Discussion…
• Additional questions can be answered by posting in the Virtual Community Forum:– http://bit.ly/dwM07T
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Get the Most Out of TechSoup
• At TechSoup, you’ll find a range of technology services to help your nonprofit:
– Read helpful articles in our Learning Center– Request donated software, hardware, and
online services– Join our community forums to learn from
your colleagues– Browse upcoming events and conferences
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Upcoming Webinars
• Winning Campaigns with Powerful Collateral – Thursday, April 29, 11 a.m. Pacific time
Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392
Thank you to our Webinar Sponsor!
ReadyTalk offers dedicated product demos for TechSoup organizations 4 times per week.
For more information: pages.readytalk.com/techsoup.html
talks!
Thank you! Please complete the post event survey!
Kami Griffiths, kami@techsoup.org, 415-633-9392
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